How do we....?

[multilingual]

Having worked with two major international law firms, we recognise that these types of clients are exactly what we need if we are to really push our business forward.

The two current clients actually found us through a web search, but how can we approach similar companies to offer our services?

I don't want to make some complete 'muppet' attempt at getting in, because first impressions are important and we may not get another chance.

If anyone has any experience in how small companies can approach the big corporations I would be happy to listen.

Alternatively, if you know of anyone who offers a service that can help me to get in the door and put together a presentation, I would certainly welcome the chance to talk.

JB

 

[Coding Monkey]

I'm kinda in the same boat - currently in negotiations with a company on the LSE over work. I just find talking to the right person is the biggest challenge, as there's always a secretary of the Marketing Director, who is only the Marketing Director of that specific office in that country.

 

[multilingual]

This is the trouble Tom :?

The people we need to talk to are out of reach and basically hiding behind secretaries and lower management. I don't want to go in and pitch to anyone other than the decision maker (done that before, complete waste of time).

Bit more thinking required on this.

:roll:

JB

 

[directmarketingadvice]

Having worked with two major international law firms, we recognise that these types of clients are exactly what we need if we are to really push our business forward.

The two current clients actually found us through a web search, but how can we approach similar companies to offer our services?

This might sound a bit obvious, but have you considered that the people you have worked with might know (some of) the people you want to meet?

Steve

 

[multilingual]

Steve,

Thanks for the feedback.

The trouble is, I doubt if the top people in those two companies know that we even exist. If there is a large international legal case and they need extra translation support then they allocate a budget and pass on responsibility to lower management. These are the people who then contact us.

I have tried going in to other companies at lower management level in the past, to try and get on their list of approved translation providers, but it's like walking into a wall.

Most of these law firms wait until the very last moment and then think 'hey we need this translating, find someone quick!'.

(They always want it first thing yesterday morning as well, but that's another issue)

I would just like the chance to make the decision makers more aware of our existance, so that they remember us in times of need.

I have ordered a few books about how to sell to the big companies, so I will see how good they are. I am more than happy to wait until I feel confident in how to approach them.

JB

 

[DuaneJackson]

It sounds like the decision makers aren't the ones you can't reach - they are passing the decision making responsibility down the line.

Have you considered putting a client list on your site so that anyone that finds your site can see you've worked with big firms before? You may have had other big firms visit your site but not make contact.

 

[cjd]

You have to look at it the other way round too.

A relatively big-wig in a very big company has fences around him/her for a reason - to stop him being bothered by every oik looking for something from him ;-)

Also these people don't necessarily know they need something before they need it, then they go looking for it quickly. What will happen is that the big-wig will want the thing translated quickly and shout at his secretary to sort it out.

So if you can send a brief note to the secretaries of the chaps that are likely to need you saying that you exist if needed in a hurry at least you have one step in the door.

 

[FunkyBears]

Hi,
Have you considered contacting Law firms that are in places like Jersey and Guernsey. Due to the large volumes of International work they always are in need of proficient and professional translating services. Try an introductory letter outlining your services with client reccmendations.
It may sound a long shot but it's worth a try.
best
Paul

 

[multilingual]

Some good replies there, thanks.

Duane, we do have a client list on ths site:

http://www.professional-translation-services.co.uk/translation-clients.html

The three major companies on there are Merrill Lynch, Shell Oils and McDonald's.

but with the big legal companies we have to sign NDAs and they stipulate that we cannot use their names in any way, not even on our site, which is annoying because they are massive companies and would certainly help to gain credibility.

JB

 

[Ozzy]

Hi JB,
I have the same problem. However these big wigs love a good meal and hob nobbing at networking events. I've found that networking works for me, and even sponsoring a few to get me 10-15 minutes of their attention to stand up in front of 100 or so of them to give my sales pitch.

 

[directmarketingadvice]

Ok, what you’ve got is a marketing problem.

And, like most marketing problems, it’s best if we start by looking at the strategic level.

I often say there are 3 parts to any marketing activity:

(1) the message
(2) the market
(3) the medium

So, let’s look at those.

The Message: this is why they should use you over your competition.

In a situation like this, I think we should assume that there’s already some mechanism in place to deal with translation work. Whenever translation is required, they know what to do to get it done.

Assuming it’s not in house, this could be a “preferred suppliers list”. And this list may be one company or a number of companies.

But, chances are, they’ve got a business or businesses they already go to.

If there’s a number of businesses on the list, that’s obviously in your favour and it would be far easier to get accepted onto the list. Once on, your problem will be to “move up the list”, but that’s a different (and easier) problem.

If they’ve just got one business they use, it’s going to be far harder.

You’ve got to be (able to explain why you’re) better for them than the people they’re already using.

Now, if they’re truly happy with their current supplier, unless you can massively undercut their prices (while being able to demonstrate that there’s no loss in quality), you’re probably wasting your time.

However, if there’s something they’re dissatisfied with, and you can give them what they want, then you’ve a chance to get on the list.

If your message is a solution to their dissatisfaction, you’ve a message that’s going to interest them.

However, the best message in the world is of no value if delivered to the wrong market.

The Market: this is the question you’ve brought to the forum: how to identify the market (i.e. go in at the right level).

My first suggestion here would be to look at the legal firms you’ve done work for and identify the people who green lighted the decision to hire you.

How do those firms normally choose translators? Who makes that choice? Do they have preferred suppliers lists? If so, how do businesses get on them?

(Are you on them?)

That will give you a profile of who you’re looking to target in the prospect firms.

It may be a job title (though, for legal firms, job titles are often uninformative). It may be a department with the word “international” in the title.

Or it may just be someone who, for no reason that makes sense, had the buck land on his desk, and he’s become the custodian of the list.

Let’s assume the worst. Let’s assume that there are no signposts towards the person who chooses the translators.

In which case, I’d start at the bottom. I’d call up the business and talk to the receptionist and explain that I’d like to know the name of the person who chooses the translators, as I’d like to send him a letter.

The receptionist will probably not know who that is.

So, I’d talk her through the process and have her put me through to someone legal who’s had a translation done recently. Then I’d find out from them how they ended up using that particular translator (i.e. I’d identify their mechanism).

And then I’d keep trying to go to the source of the mechanism.

Charming persistence should come up with a name. I might even get a chance to talk to that person there and then.

Either way, I’d then have a market to deliver my message to.

Hope this helps.

Steve

 

[multilingual]

Thanks Steve,

Yes it has certainly helped to put a clearer picture in front of me.

I can at least now see a logical path towards where I want to be, rather than just having a head full of questions.



JB

 

[directmarketingadvice]

Thanks Steve,

Yes it has certainly helped to put a clearer picture in front of me.

You're welcome.

Steve

 

[hightide]

Have you considered contacting Law firms that are in places like Jersey and Guernsey.

I'm from Guernsey (though somehow ended up in Birmingham) so may be able to help with contacts.

There's also obviously the banks there, although a lot of those are offices of UK firms. That said they're fairly autonomous!